| Summary: | 碩士 === 義守大學 === 管理學院管理碩士在職專班 === 100 === With rapid development of online shopping market, consumers place more and more emphasis on the variety of goods from the internet. As a result, a new online shopping trend starts to appear. Online shoppers thus view online websites more critically. However, majority of online shopping websites mainly focus on the advertisement regarding the function and capacity of the merchandise. The advertisement alone is insufficient to attract the attention and demand of the customers. In order to reach the customers’ satisfaction, online vendors need to have an understanding of the three concepts related to the consumer behaviors of online shoppers. These three online shoppers’ consumer behaviors include online shopper’s perceived judgment and importance on their websites, purchasing styles, and the responses to shoppers’ well-being. This study investigates the correlation between the three factors including online shoppers’ perceived importance, purchasing styles, and their well-being. The study uses the method of questionnaire to obtain data from the sample of people who work in different fields in South Taiwan. The collected data were analyzed by descriptive statistics, reliability analysis, factor analysis, independent sample T test, and one-way ANOVA.
The findings of this study are summarized as follows. First, in the dimension of online shoppers’ perceived importance, “service quality” and “internet design” rank the highest. Secondly, “marital status” and “career” are the items found to be statistically significant in terms of online shoppers’ perceived importance. Third, in terms of purchasing styles, “rational” and “brand conscious” styles rank the highest. Forth, “gender” and “monthly salary” are found to be statistically significant in terms of demand satisfaction. Fifth, “age”, “marital status”, “areas of living”, and “career” are found to be statistically significant in the dimension of brand and style consciousness. Six, “monthly salary” is found to be statistically significant with “ impulsive shopping.” Finally, in terms of statistics, “convenience” ranks the highest as the most satisfactory item in the dimension of “well-being” of online shoppers.
This study offers five recommendations. First, when constructing internet platform, items perceived as important by online shoppers should be highly regarded as the marketing strategy. Second, online vendors should wisely choose the superior collaborative manufacturing network and the quality of their merchandise. Third, online vendors can use well-known brands as a link with other websites to build up the reputation of their websites. Forth, interactive online activities should be provided in order to raise online shoppers’ purchase intension. Lastly, online vendors should improve internet environment to assure convenience and well being of online shoppers. Sixth,various and customized products.
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